Lin Wenchang's Road to Entrepreneurship

"At the beginning of my business, I had such a dream to build the company into a giant in the household goods industry in China and even the world, and then create the glory of China' China'." This is Lin Wenchang's life goal, and because of this "ambition", he has always been steadfast and must go out of his own world.

After graduating from school as a salesman of supply and marketing cooperatives, Lin Wenchang spent nearly four years becoming the general manager of the porcelain business department. From Fuzhou to Shanghai, Lin Wenchang spent another four years working hard; It took nearly 65,438+00 years for Lin Wenchang to develop from a porcelain dealer to a five-day dealer headquarters with a sales network covering all of China. In this way, Lin Wenchang has laid a solid foundation for Guanfu's leading position in the field of daily-use ceramics from small to large, from the inside out. 1in the autumn of 984, Lin Wenchang was only 16 years old. His family was poor at that time. After graduating from vocational school, he left his parents, bid farewell to his hometown, traveled around the world alone, and applied for a job as a salesman of Fuzhou Supply and Marketing Cooperative. From this moment on, the drama of his life quietly appeared. At that time, he was called "handsome boy", small and ambitious. During his years in sales, he was diligent and enthusiastic, and won people's love. He likes studying and is very interested in the commodity market. He often buys books and visits supermarkets in his spare time, analyzes the market status of household products according to the needs of different seasons and customers, provides market information to his father who assisted in the development in his hometown, introduces and develops various ceramic daily necessities that meet people's needs and wishes, and also accumulates a lot of valuable experience for himself.

With certain experience, plus his courage to take risks and hard work. 1988 10 Lin Wenchang, who is just in his early twenties, with the guidance and help of his father, contracted the county supply and marketing head office to operate the Yan Rong porcelain business department as a personal manager. From 1989, Dehua famous porcelain was independently operated, and then the sales network was expanded. With the help of his family brothers, he has set up Dehua famous porcelain counters in Hualian Department Store, Dongjie Department Store, Shixian Department Store, Supply and Marketing Building and Nanmen Department Store, and his business is very prosperous. As a manager, he just runs around, contacting business, guiding sales, delivering goods to your door, sorting out lists … What kind of work he has never done himself! At that time, many employees commented on him, "Our boss is a' workaholic' by nature, working very hard and being very dedicated."

The business scale is getting bigger and bigger, and the business is booming. My father's business at home is also expanding and developing, providing him with a steady stream of goods. From then on, their family bid farewell to poverty and gradually became rich. But he is not satisfied with the status quo. He secretly thinks about how to make use of the accumulated capital in recent years to lay a broader world for the development of daily-use ceramics.

"At that time, I thought that the living standard of Shanghainese was high, and the consumption of ceramic utensils was bound to be well satisfied. Therefore, I intend to develop in Shanghai and start the brand of Dehua famous porcelain in Shanghai. " He talked to the reporter of Dehua Ceramics General Station about his desire to develop in Shanghai at that time. With the experience of doing business in Fuzhou, he made up his mind to go to Shanghai.

So, in the spring of 1993, he and his father went to Shanghai to inspect the local economic development. After some investigation and careful consideration, he quickly entered Shanghai and handed over the business in Fuzhou to his younger brother Lin and Lin. Although there is a legend of "Duran Peanut" in Shanghai, how difficult is it for Lin Wenchang, a newcomer, to find gold and make his own world? The first problem is to find suitable shops and warehouses to store goods. He is good at communicating with people, so he quickly contacted some fellow villagers in Shanghai for help based on his years of experience in traveling abroad. Some fellow villagers were impressed by his ambition and strong will and enthusiastically matched Lin Wenchang. The fellow villagers suggested that he advertise in Shanghai newspapers and find suitable shops and warehouses. After the advertisement was published twice, people kept offering shops, but none of them were satisfactory. Lin Wenchang felt a little disappointed and slim. But he didn't give up and insisted on doing the third advertisement. Sure enough, he succeeded for the third time. This time, he collected a lot of valuable information. After screening, he finally chose a shop on Henan South Road. With the store, what about the warehouse? So through the intermediary network and the agent of fellow villagers, I mobilized friends from all sides to help me find it, and finally found a 500-square-meter auditorium at Changqing School in Hongkou District, Tangshan Road 123, not far from the store. In this way, Lin Wenchang found his place in the center of Shanghai, where land is precious, and began the first step to take root in Shanghai.

1993 65438+ 10 1 The "Dehua Famous Porcelain Shanghai Exclusive Distribution" store located in the bustling commercial street officially opened. "As long as the customer calls, we will deliver the goods to your door!" Lin Wenchang recalled that the biggest feature of the store's operation at that time was: door-to-door delivery and allowing returns, which was rarely heard in the Shanghai market at that time, so it was particularly welcomed and appreciated by customers. In a modest shop, there are not only daily-use porcelain, but also hotel supporting porcelain, craft porcelain and so on. The goods are arranged in an orderly way, and the dazzling array of porcelain products is dizzying. The store is often full of customers, even passers-by have to stop to patronize. The small shop presents a thriving scene. Dehua famous porcelain first entered the dining table and life of Shanghai citizens.

In order to meet the needs of more Shanghai residents, two months later, they opened a chain store on Sichuan North Road, known as "the third bustling shopping street in Shanghai", which was another success. 1994 After the Spring Festival, they successively opened three chain stores in Dongfang Road in Pudong New Area, Fuxing Middle Road in Luwan District and Jinling East Road in Huangpu District.

See that business is booming. However, behind this, how hard Lin Wenchang has to work! He devoted himself to his career, worked hard and made unremitting efforts. From the beginning of his business, he forgot what is bitter and what is tired. He gets up early and gets greedy every day, loading and unloading goods in the warehouse with employees, just like a porter. When I arrived at the store, I was both the boss and the clerk. At that time, due to the bitter objective conditions and too many employees, we separated a room behind the auditorium, and even set up an attic to live in, which could not accommodate it. We simply squeezed two people into a bed and spent one difficulty after another.

1At the end of 995, Lin Wenchang's younger brother Lin moved from Fuzhou to Shanghai. In order to make the business bigger, Lin Wenchang decided to open up a new world. After planning, they partnered with a Shanghainese to open a Dehua famous porcelain glassware shopping mall in the famous Shanghai Industrial Products Wholesale Department of Suzhou North Road in Zhabei District. Their ceramics and glassware have become the best in the same industry in Shanghai. 1in March, 997, the Shanghai partner suddenly changed his mind and wanted to kick him out. Lin Wenchang successfully resolved the storm through various channels and turned bad things into good things. It turned out that he opened a shopping mall in partnership with others and became his own exclusive operation of two shopping malls. They also set up a warehousing logistics distribution base and corresponding business office in the glassware distribution center of Zhongshan North Road in Zhabei District, opening up new business areas. His "high IQ" in business has been brought into full play. At that time, their turnover was among the best in hundreds of shopping malls in Shanghai Industrial Wholesale Department, creating the highest record since opening several chain stores in Shanghai, forming a business pattern of focusing on one industry (ceramics) and developing multiple industries (glassware, etc.). If the first store on Henan South Road is the forerunner and lays a solid foundation for other development, then the doubling of the turnover of two shopping malls of Shanghai Industrial Wholesale Department can be said to have opened up a new world on the beach. After opening up a new industry of glassware, Lin Wenchang is thinking about how to make use of the existing resources of "Dehua Famous Porcelain Shanghai Distribution Center" and "Glassware Distribution Center" to make Dehua famous porcelain the first choice for Shanghai residents' home life.

There are no successful people who are not good at seizing opportunities. Careful Lin Wenchang found in market observation that Shanghai residents are used to shopping in supermarkets and hypermarkets. So how to enter supermarkets and hypermarkets has become an important issue on their desks. But as we all know, anyone who enters a supermarket or hypermarket must pay an entrance fee ranging from1-300,000 yuan in advance according to its scale and grade. Therefore, in addition to strategic vision, we must also have certain strength and warehousing as the backing, otherwise we will not get the admission ticket. In Shanghai, we don't break into supermarkets and hypermarkets, but only operate in chain stores or a distribution center. Can only tinker around the edges, can't support the big market, can't go up the grade, let alone lead the huge Shanghai ceramics and glassware market.

In order to enter the supermarket, Lin Wenchang first dispatched elite soldiers from various chain stores and set up a business department under the direct leadership of the company. Starting from 1997, they began to explore various ways to enter the supermarket. They ran from one supermarket to another step by step and moved from one store to another, slowly and steadily. After 2000, they occupied almost all supermarkets and hypermarkets in Shanghai. Their company has become a new force in Shanghai's commercial trade. In the sales business of daily-use ceramics and glassware, due to the sound management network, it almost occupies more than 30% of the market share in Shanghai, and the turnover growth rate will be more than 30% almost every year in the next 10 year. Shanghai Wutian Industrial Co., Ltd. has truly become the leader of the same industry in Shanghai, and Dehua famous porcelain has also become a unique figure in the same industry in Shanghai.

In today's Shanghai beach, the shadow of Dehua famous porcelain can be seen everywhere, distributed in major supermarkets, hypermarkets and dozens of chain dealerships. Dehua famous porcelain began to penetrate into the streets and lanes of Shanghai, and constantly entered the homes of ordinary people in Shanghai, winning their favor. Hotels, hotels and restaurants can be seen everywhere from Dehua hotel supporting porcelain. Exquisite and elegant household porcelain and utensils have become excellent gifts for people to visit relatives and friends on holidays.

Later, Lin Wenchang discovered that Shanghai supermarkets operated in chain with supermarkets in the surrounding areas of Shanghai, so the business spread to the surrounding areas of Shanghai and East China. After gradually occupying supermarkets and stores in Shanghai and its surrounding areas, Lin Wenchang made persistent efforts to radiate to other parts of the country and set up more than 30 distribution companies and offices in large, medium and small cities across the country. So far, they have formed a large-scale marketing network with Shanghai as the center and covering the whole country. Because of their success in starting a business in Shanghai, they returned to their hometown to invest and set up Guanfu Group. In just a few years, the company has requisitioned more than 300 mu of land, and modern ceramic production workshops and office buildings have mushroomed. Now it has a workshop of more than 300,000 square meters and more than 4,000 employees, and has participated in the development of more than ten kinds of porcelain, such as heat-resistant porcelain, bone lithium porcelain and jade porcelain. At present, the company has ceramic brand products such as Guanfeng, Fukang, Huapeng, Guanfu and Zunzhi. Guanfu daily-use ceramics were rated as "China Famous Brand" products, with an annual output of 654.38 billion pieces of ceramics and an annual output value of 400 million yuan. From a little-known ceramic processing factory in Dehua to a large-scale and powerful ceramic factory.

On February 29th, 2006, 65438, the successful listing of Guanfu Home caused a strong sensation, which was not only the first listed company in Dehua, but also the "first domestic daily-use ceramics". What role does Lin Wenchang play in the listing process?

"Excuse me, Lin Wenchang, what do company leaders think of many listed companies using listing as a tool to circle money?" "hello! Listing is certainly a good thing for the development of enterprises, and ... it will return the majority of shareholders with higher income. Listing is the starting point of enterprise development, and we have the determination and confidence to establish the company's dominant brand in the capital market. Thank you! " This is the scene of the roadshow on the eve of the company's listing. Many investors raised questions at the scene, and Lin Wenchang calmly responded and answered tactfully, which not only safeguarded the company's image, but also gave investors a satisfactory answer. The leaders and experts who listened to his speech and defense at the scene admired his talent and gave him the highest evaluation of 99 points. During the listing of Guanfu Home, Lin Wenchang took the lead in organizing and cooperating with his brothers from beginning to end. He is bold in doing things, leads the art, grasps principles in major events, and pays attention to details in minor events, and has made great contributions to the successful listing of Guanfu Home with his own intelligence.

Lin Wenchang walked all the way down, how much sweat he devoted and how much effort he concentrated. When talking about the future development prospects, he is full of confidence in the future of "Guanfu Home" and "China Five-Day Delivery". He said that his family will strive to build the brands of "Guanfu Home" and "China Five-Day Delivery", integrate the circulation business of China products, and strive to become the most competitive household products industry brand in China and even the world at an early date.

From Lin Wenchang's confident tone, we seem to see that after several years or decades, "Guanfu" has become synonymous with household goods in China and even the world, covering every corner of the world.